Wincanton wins Heineken contract
European supply chain solutions company Wincanton has won a new multi-million pound contract with premium lager brewer Heineken following a competitive tender. (5/2/2003)
Heineken is bringing its authentic Dutch-brewed lager to the UK to keep pace with changes in consumer tastes for stronger, continental-style lagers. To facilitate this launch, Heineken has undertaken an operational restructure that coincides with the expiry of its brewing distribution licence agreement with Whitbread and the disappearance of Heineken Cold Filtered and Heineken Export from the shelves.
The location, specification and availability of a modern, food grade distribution centre was particularly important to Heineken, which needed a centrally located facility to act as its UK hub. The Wincanton distribution centre in Lutterworth was chosen as the operational base to co-ordinate all inbound transport direct from Northern Europe and all onward domestic deliveries to major retailers and wholesalers nationwide. Martin Taylor, Managing Director of Wincanton’s General Retail and Industrial business, comments, “Our Lutterworth operation gives Heineken the best of both worlds. It has all the benefits of a shared user solution, but is managed as a dedicated facility. This was an important factor in the decision making process.”
Heineken’s operational reorganisation also coincides with a complete redesign of its packaging and merchandising. The new look will support both the launch of Heineken’s premium lager and the introduction of new products into the range. Efficient replenishment is therefore vital to the success of the market penetration of the product range. Wincanton’s HM customs-approved bonded goods, warehouse management, and stock control systems interface with Heineken’s own SAP software to ensure the efficient running and continuous maintenance of the collection and delivery cycle.
Wincanton has established a dedicated team to service the Heineken contract and manage activities to maximise efficiencies. Initiatives include pallet reworking and a customer collection scheme for empty kegs, which are backhauled to Heineken’s European brewing centres for reuse. The implementation phase at Lutterworth will be completed by this summer with the operation gradually increasing in scale.
